Changing Korean Corporate Logos

A recent trend in Korea has been new, more contemporary corporate logos. This article from Chosun Ilbo notes what is driving this change.

Softening the image
Corporate logos are becoming gentler as the caring corporation continues its improbable march across the business landscape. Not a few people were puzzled by the Hanwha Groups new logo, saying it looks like a squiggle. It certainly marks a radical break with the past in everything from shape to color. Other corporations have also abandoned the hard, bold initials or designs their founders cherished. The new corporate identities are all lower case and soft lines, predicated on an emotional approach to customers rather than dignity and strength.

In Hanwhas new symbol, three scribbled circles hover over the corporate name in small letters. SK last year unveiled a new logo featuring a delicate fluttering butterfly. The Kumho-Asiana Group early this year discarded its old symbol, a brutal white KA stamped on a red background. SK Group executive Gwon Oh-yong says, At first, some people were concerned that the new corporate identity would make the corporation look too weak. But now, they say it represents SKÂ’s image as a deliverer of happiness to the world very well.

Designer-made corporate identities
New corporate identities have names: Hanwhas symbol is called the TRIcircle, SKs Wings of Happiness and Kumho-Asiana Wings The names are not straightforward: they sound vaguely warm and symbolic. Companies claim naming corporate identities makes it easier to help customers and staff understand what values the company pursues.

And it is globally renowned designers who create the new corporate images. SK’s Wings of Happiness was developed by the U.S.’ L&M, and the corporate symbols of the GS Group and Kookmin Bank (KB star) were created by Landor, also of the U.S. Shinsegae Department Store and the Chosun Hotel are customers of New York-based communication designer Yvan Chermayeff. Hankook Tire asked Neville Brody, who invented a creative calligraphy for it. Hanhwa’s “TRIcircle” is the work of the playful industrial designer Karim Rashid, who had never designed a corporate identity before. Hanhwa vice chairman Jang Il-hyung says the new symbol will also be used as a design for cufflinks and earrings.